- Key insight: Northern Trust led noncustomers with a reputation score of 73.8, followed by Western Alliance Bank at 73.4 and Synovus Financial at 73.3.
- Supporting data: Northern Trust ranked first among non-customers but 10th among customers, while USAA ranked second among customers and fifth among noncustomers.
- Forward look: Professional conduct was the most important reputation driver with noncustomers, followed by products and services, putting greater emphasis on how banks are perceived beyond their direct customer base.
Banks that respondents did not use themselves produced a notably different reputation leaderboard
The gap between the non-customer and customer rankings highlighted the difference relationships with a bank made in shaping its perceived reputation. New concerns over artificial intelligence and a deregulatory environment, however, have heightened the importance of conduct and responsibility according to the study, with respondents expressing less willingness to trust banks to fix problems when something goes wrong.
RepTrak's survey found that professional conduct was the most important reputation driver among noncustomers, followed by products and services.
20. Discover Bank
Greenwood, Delaware-based Discover Bank ranked 20th among non-customers with a reputation score of 67.0. Discover was
19. Huntington Bank
Columbus, Ohio-based Huntington Bank tied for 18th among non-customers with a reputation score of 67.5.
18. Ally Bank
Sandy, Utah-based Ally Bank tied for 18th among non-customers with a reputation score of 67.5.
17. Regions
Birmingham, Alabama-based Regions Financial ranked 17th among non-customers with a reputation score of 67.9.
16. BNY
New York-based BNY ranked 16th among non-customers with a reputation score of 68.2.
15. M&T Bank
Buffalo, New York-based M&T Bank ranked 15th among non-customers with a reputation score of 68.4.
14. Citizens Bank
Providence, Rhode Island-based Citizens Bank ranked 14th among non-customers with a reputation score of 68.6.
13. First Citizens
Raleigh, North Carolina-based First Citizens ranked 13th among noncustomers with a reputation score of 68.7. First Citizens
12. Zions Bank
Salt Lake City-based Zions Bank tied for 11th among non-customers with a reputation score of 69.4.
11. American Express National Bank
Utah-based American Express National Bank ranked 11th among non-customers with a reputation score of 69.4.
10. Associated Bank
Green Bay, Wisconsin-based Associated Bank ranked 10th among non-customers with a reputation score of 70.4.
9. Valley National Bank
Wayne, New Jersey-based Valley National Bank ranked ninth among non-customers with a reputation score of 70.6.
8. Flagstar Bank
Hicksville, New York-based Flagstar Bank ranked eighth among non-customers with a reputation score of 70.9. New York Community Bancorp on Long Island was merged with Flagstar in November 2022.
7. Webster Bank
Stamford, Connecticut-based Webster Bank ranked seventh among non-customers with a reputation score of 71.4.
6. First National Bank of Pennsylvania/FNB
Pittsburgh-based First National Bank of Pennsylvania ranked sixth among non-customers with a reputation score of 71.8.
5. USAA Bank
San Antonio-based USAA Bank ranked fifth among non-customers with a reputation score of 72.1.
4. BOK Financial
Tulsa-based BOK Financial ranked fourth among non-customers with a reputation score of 73.1.
3. Synovus Financial
Columbus, Georgia-based Synovus Financial ranked third among non-customers with a reputation score of 73.3. Synovus
2. Western Alliance Bank
Phoenix-based Western Alliance Bank ranked second among non-customers with a reputation score of 73.4.
1. Northern Trust
Chicago-based Northern Trust ranked first among non-customers with a reputation score of 73.8.
